Abstract
This article is entitled “Verbal and Visual Signs of Advertisement in National Geographic Traveller Magazine”. The aims are to describe the meaning and function of verbal and visual signs and how their interrelations are. The source of the National Geographic Traveller Magazine from which the three advertisements are selected, these selections are due to advertisements present good combination of colors, pictures and word choices than another advertisement which also consist of verbal and visual signs. The research is done through library research with documentation method and observation technique was applied to collect the data, the qualitative method was used to analyze the data based on the theory of meaning and function by Leech, theory of signs by Chandler, and use of color by Cerrato. The result of the analysis shows that the advertiser tends to use conceptual meaning and informational function to deliver or give information to the readers about the product itself. The verbal and visual signs are related to one another, verbal sign as the part that describes what is meant by visual sign and the visual sign as the part that illustrates what is meant by the verbal sign. So, what is shown in the visual sign is appropriate with what is written in the verbal sign and vice versa.
Highlights
Background of The StudySaussure cited in Chandler (2001:28)defines a sign as the composition of a “signifier” and “signified”
Based on the foregoing analysis and discussion, the following points can be concluded: The result of data analysis in the first problem shows that the advertiser tends to use conceptual meaning and informational function to convey the meaning and deliver information to attract the interest of readers so they feel called to buy their products
The other meaning and function of language like connotative meaning, affective meaning, and expressive function were used in the advertisements but not as much as conceptual meaning and informational function
Summary
Background of The StudySaussure cited in Chandler (2001:28)defines a sign as the composition of a “signifier” and “signified”. The advertisement has a primary purpose to introduce products to the public in order to attract the target audience to buy and use the products. To achieve those goals, advertiser has to create interesting advertisement containing verbal signs such as a good language or sentence which takes an important role to give explanation and information about the product itself, and visual signs such as the picture of the product, the logo of the company, and the colour of the advertisement, because picture or visual signs can make people easier to understand the meaning of the advertisement
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